Understanding the Impact of Marketing Environment | Talent and Skills HuB

[Music] understanding the impact of marketing environment marketing functions are carried out within an environment even the marketing opportunities are identified by carefully scanning or observing the environment in other words marketing activities of every business organization is influenced by a large number of uncontrollable factors that surround the company which is known as marketing

environment according to kotler a company's marketing environment consists of the actors and forces outside the marketing that affect marketing management's ability to develop and maintain successful transactions with its target consumers the study and understanding of marketing environment are important based on the fact that the environment is changing and there is uncertainty some of these environmental factors are

uncontrollable however successful organizations know the vital importance of constantly monitoring and adapting to the changing environment therefore it is the responsibility of the organization to link the resources to the requirements of customers this is done within the framework of opportunities and threats in the external environment the elements of marketing environment different authors have classified the

marketing environment differently basically marketing environment can be classified in two categories which are the micro environment and the macro environment the micro environment micro environment refers to the company's immediate environment that is those environmental factors that are in its proximity they include the company's own capabilities to produce and serve the consumer needs

the dealers and distributors the competitors suppliers marketing intermediaries public customers and etc these are also the groups of people who affect the company's prospects directly the impacts of micro environment customers the customers that is b2b or b2c local or international and etc and their reasons for buying the product will play a large role in how an